TrygFonden - røgalarm / ASMR
Background: Smoke alarms save lives, yet 1 in 4 homes in Denmark don’t have one, and the problem is particularly prevalent among young people
Task: To make smoke alarms relevant for young people and get them to order and install one.
Insight: Our insight showed that the target group regards smoke alarms as “a boring and annoying adult thing, that shrills unnecessarily”
“The world’s most calming sound”
We re-branded smoke alarms, through using the calming internet phenomenon ASMR (brain-tingling), which is trending amongst youth, as their need for mindfulness and JOMO rises.
“The world’s most calming sound - that of a smoke alarm that doesn’t say anything”. A series of SoMe films that gave young people a minute of calm, peace and safety.
Unboxing -ASMR
Case film (shortlisted at Rambuk awards 2019 - insightful campaign category)
Anti - burnout!
The concept proved to have longevity and could be translated to various media, also in physical sphere. Example, this pop up event in DTU (university) offering students a moment of calm and a soothing herbal tea, and of course, a free smoke alarm, for that extra peace-of-mind.
Christmas postcard: a mindful and peaceful colouring mandala, shaped as a smoke alarm
Client: TrygFonden - Agency: We Love People. 2018-2019